Meta has announced changes to its Sales Campaigns targeting setup, replacing the traditional audience types (prospective and retargeting) with Custom Audiences. This update specifically affects campaigns using Advantage+ catalog ads.
The updated targeting system now requires advertisers to create Custom Audiences through Meta Business Suite. The process involves:
Creation Steps
- Access the Audiences section in Meta Business Suite
- Select Create new audience
- Choose Custom audience option
- Select Catalog as the source
The new Custom Audiences feature enables advertisers to target users based on specific product interactions:
- Product view activity
- Cart addition events
- Purchase history
Advertisers can now implement more sophisticated targeting strategies by:
- Creating audiences for upselling and cross-selling through different Product sets
- Using Any/All criteria for audience definition
- Including or excluding specific custom audiences at the ad set level
The platform's new structure provides more granular control over audience targeting within Sales campaigns, allowing for more precise audience segmentation and targeting capabilities.
